The types of tourism offered by Veneto are unique, varied and high quality. In 2010 the number of tourists visiting the region was once again on the rise, a positive sign after the halt in development in the sector following the economic crisis which began at the end of 2008, one that affected the demand for tourist services at a European level. In the meantime the trends of tourists have changed: they prefer closer destinations, briefer holidays, saving on expenses once they arrive at their destination. In 2010 there were over 14.5 million tourists, up 600,000 on the previous year (+4.6%). The recovery corresponds to a smaller increase in the number of nights spent (+0.6%), reaching over 60.8 million, revealing a reduction in the average number of nights spent in holiday destinations (4.2 days).
(Figure 6.1.1) and
(Table 6.1.1).
Thanks to the millions of tourists who choose Veneto for their holidays, it has been the leading tourist region in Italy for quite a few years now. This continued into 2009, the last year for which national data are available, with 14.6% of arrivals and 16.3% of nights spent in the entire country. No other region in Italy can offer such a complete holiday experience, satisfying every request in the best possible way. Just think that within a few kilometres Veneto can offer its visitors a holiday by the sea, in the mountains (which have become a World Heritage site), or in natural parks, in the hills, by a lake, at a spa resort, and in unique historic cities; numerous cultural, theatrical and sporting events are also offered, all enriched by an excellent culinary tradition.
(Figure 6.1.2)
It should be noted that the survey that this analysis is part of reveals information only about those who spend at least one night in the region, that is in accommodation establishments for reasons which may include holiday, business, well-being, health treatment, sport, religion, etc. These figures therefore do not take into account same-day visitors drawn by important events and exhibitions. Although they cannot be quantified, they are a significant phenomenon for the region's economy.
Origins of visitors
Tourism in Veneto is based mainly on a flow of international visitors: in 2010 international visitors accounted for 60.4% of the overall nights spent. International tourism has picked up, after a stagnant period in recent years, and today figures for international visitors are higher than those for Italian visitors (+2.3% compared with -1.8%). The countries of origin table reveals an increase in the nights spent by nationalities who have been the main visitors for many years: Germans (+0,5%), Austrians (+0,7%), French (+2,4%), Swiss (+3,4%), Danish (+2%) and Spanish (+1,9%). The number of Americans, which suffered an almost 10% decrease in 2009 owing to the effects of the global economic crisis, is beginning to increase (+1.7%). Moreover the number of Russians (+29%), Japanese (+4.9%) and Chinese (+25.3%) is continuing to rise and these nationalities find themselves in 14th, 15th and 17th place respectively. The Chinese and Japanese prefer visiting the historic cities, which record 94% of their nights spent. In particular Venezia, which is part of package holidays along with Firenze and Roma, continues to be a meeting point between Europe and China. Russian tourists stay mainly by the sea (45%) and in historic cities (42%), but there have been notable increases in the spa towns.
(Table 6.1.2)
The table of Italian visitors remains largely unchanged with a 9% difference between the number of visitors resident in Veneto and those resident in Lombardia; after which come Lazio, Emilia Romagna, Trentino, Alto Adige, Piemonte, etc.
(Table 6.1.3)
Last year, the only destinations that saw an increase in both international and Italian visitors were the historic cities. There was an increase in the number of Italian visitors to the spa resorts, while foreign tourists to Lago di Garda, where a large proportion of clients already go (80.7%), and to mountain resorts also increased. Fewer Italians, in particular, go to seaside resorts, while the number of international visitors is essentially stable (-0.5%).
(Figure 6.1.3)
Destinations
Veneto, which stands out for its culture of hospitality and the variety and quality of local tourism, has always been geared towards a demand which is constantly changing and requires constant renewal. As well as the traditional destinations, there is "alternative" tourism, whereby tourists discover places, villas or historic buildings, local traditions, craft products, food and wine. Tourism sectors that are seeing a sharp rise are those connected with sports holidays, such as cycling, motorbiking, golf, horseriding, but also with well-being, conference tourism, etc.
(Figure 6.1.4).
Summing up for 2010, Veneto's famous historic cities made a good recovery although they had been hit by the greatest difficulties in 2009; they recovered the sharp upward trend seen in previous years (+9.8% of arrivals and +4.5% of nights spent). There was an increase in nights spent by Veneto's most faithful visitors, Americans (+4%) and French (+3.8%), but also by Veneto residents themselves (+11.7%).
On the other hand, seaside holidays, which in recent years had managed to maintain the number of visitors at both a national and international level, are the only area to have seen a slowdown in the growth of tourist numbers in terms of both arrivals and nights spent. However, adverse weather conditions in June, marking the start of the beach season, could be to blame. This was followed by a period of unstable weather over the mid-August holiday in 2010. The most significant decrease concerns Veneto residents and German holidaymakers.
Holidays spent by Lago di Garda continue to show signs of success, with a rise of +2.9% for both arrivals and nights spent.
Mountain and spa resorts also share a rising number of tourists. However, on average, these tourists stay for a shorter period, a trend that is increasingly common, but which in this case leads to a fall in the number of nights spent.
(Figure 6.1.5)
Choice of accommodation establishment
Tourists coming to Veneto can be divided between those who stay in hotels and those who stay in other establishments
(Note 6). The trends are different to those for the rest of Italy and for Europe in general. In Veneto there are more overnight stays in other establishments than in hotels, and this is due above all to the number of tourists who visit seaside, lakeside and mountain resorts. In Veneto's historic cities, on the other hand, in 2010 the hotels welcomed almost 80% of the tourist flow and this is practically the only type of accommodation available in the spa towns.
(Figure 6.1.6)
The stability of the tourism sector in terms of overnight stays is supported by the good year for the hotel sector (+2%), compared to slight losses for other types of accommodation (-0.5%), a turnaround in the situation for the two previous years. In the hotel sector there has been a strong recovery in the number of nights spent by international visitors, although the pre-recession figures have not been reached. The number of Italian visitors has continued to increase.
(Figure 6.1.7)
Over the last decade there has been a decrease in the use of lower quality hotels, whilst the number of people staying in top hotels has increased. This trend has become more apparent since 2008, when there was initially a decrease for all categories followed by a recovery that only applied to the 4- and 5-star hotels. It would appear that the economic crisis is selective and that only high quality hotels have continued to find customers, extending their clientele towards new markets. The increase in the demand for high quality accommodation is accompanied by a corresponding supply, which is partly due to re-classification processes. In just one year the number of 4- and 5-star hotels increased by 23 establishments and over 3,900 bed places.
(Table 6.1.4)
Agrotourism
Apart from being surrounded by nature and getting away from the chaos of city life, guests are seduced by Veneto's food and wine, history, traditions and local community. In agrotourism establishments, as well as staying in a welcoming environment, guests can sample local products which reflect local gastronomic traditions.
In 2008 there were 1,222 agrotourism establishments in Veneto, making up 6.6% of the national total. This share is lower only than the two regions in which historically this kind of holiday is deeply rooted: Toscana (21.3%) and Trentino Alto Adige (16.8%). Each agrotourism can have more than one licence, which means that Veneto establishments offer a varied combination of services. Accommodation and catering are the main activities, offered by 58% and 56.6% of agrotourisms respectively in 2009. In 43.9% of cases, basic products such as milk or fruit and/or products that go through some form of processing such as oil, wine and cheese, can be tasted as part of additional or alternative services.
Overall, the province of Verona has the highest number of agrotourism establishments in Veneto (24.2%). As concerns the three main licences, Verona is still the province with the highest number of establishments offering accommodation, but for catering and tasting, the province of Treviso has the highest number, followed by the province of Vicenza.
(Figure 6.1.8)
In almost half of the establishments, services are specialised (47.1%) and, more precisely, 24.4% only offer accommodation, 13.6% only catering and 9% only tasting. Alongside these are many farmhouse establishments which offer several services, 13.6% offer a complete range of services of accommodation/catering/tasting.
(Figure 6.1.9)
Wine and Typical Product Roads
For some time, Regione Veneto has been promoting local products through food and wine routes. Regional Law LR no. 17 of 2000 fosters and governs the creation of Wine and Typical Product Roads, which run through areas in which DOC
(Note 7) and DOCG
(Note 8) wines, as well as other food products of protected origin (DOP) and protected geographical status (IGP), are produced. The routes are associations whose members include public and private structures such as farms, agrotourisms, wine producers and wine cellars, hotels, restaurants and craft-type enterprises, and local bodies and associations. These sign-posted routes go through production areas and sites and offer tourists the opportunity to encounter the natural and cultural resources of the area they are visiting. Until now nineteen have been formally recognised, most of these in 2002, the last two in 2007. In the rest of Italy, Toscana is the only other region to have reached such a figure. Collaboration between various subjects leads to the promotion of an integrated local tourism that aims to become increasingly popular; it is based on food and wine tourism, which is no longer a niche category, but is becoming increasingly widespread and is not greatly influenced by the economy, income and consumption. One of many examples is how the huge success of agrotourism establishments in Veneto over the last four years (+68.3% of nights spent) has seen a steady flow of tourists in establishments along its Wine and Typical Product Roads.
(Figure 6.1.10)
The economic value of tourism
"Tourism is indeed one of the economic activities with most significant potential to generate future growth and employment in the EU. In its narrowest definition (hotels, restaurants, bars, travel agencies, car hire companies, airlines, etc.), tourism currently contributes some 4% to EU GDP, but its indirect contribution to GDP is much higher: tourism indirectly generates more than 10% of EU GDP and provides about 12% of all jobs. Tourism is particularly important when it comes to offering job opportunities to young people, who represent twice as much of the labour force in tourism than in the rest of the economy. Employment growth in the tourism sector has been significantly higher than in the rest of the economy in recent years, making the sector a significant contributor to the Lisbon objective to create more and better jobs." This introduction, from the European Commission Communication on the "Agenda for a sustainable and competitive European tourism"
(Note 9), provides a summary of the economic value of tourism at a European level.
At national and regional level, tourism is also a major part of Italy's economy and it can be a driving force behind many other areas based in the tertiary sector. Forecasts for the economic value of tourism from international visitors have been provided by a survey conducted by the Bank of Italy
(Note 10): with almost 24 billion euro of revenue in Italy from spending by international visitors alone in 2010, tourism can well be defined as an exceptional resource. Tourism is an industry that generates economic wealth from a cultural and natural patrimony of unquantifiable value.
Closer territorial analysis of 2010 reveals that spending
(Note 11) by international visitors to Veneto was 3.9 billion euro-16.5% of spending by international visitors in Italy-a figure that makes Veneto Italy's second region after Lazio. Such a noteworthy result is reached thanks to the considerable number of tourists who come to Italy, 19.7% of whom come to Veneto, in first position in the Italian regional rankings. This constant flow of arrivals is combined with an equally impressive performance in terms of nights spent (18% of Italy's total). For about 80% of international tourists, the main reason for visiting Veneto is for a holiday; about 15% come for work; while the remaining 5% come for other personal reasons such as study, visiting friends and relatives, health treatment, etc. However, figures are lower for the average spending by tourists during their holiday: in Veneto spending per capita stands at around 385 euro compared with an Italian average of 457 euro. This figure is linked to the length of stay, which is one of the shortest when compared to other Italian regions (4.3 days compared with a national average of 4.7). In fact apart from the length of stay, the average daily spending by international tourists of around 90 euro per capita is much lower than that in Lazio (129 euro) and Lombardia (113 euro) for example, as well as lower than the national average (98 euro).
(Figure 6.1.11)
If we look at spending abroad, people from Veneto spent 1,344 million euro, which ranks Veneto in fifth place with 8.3% of the national total.
The high revenues of incoming tourism and the more contained spending of outgoing tourism make Veneto Italy's leading region in terms of payment balance: 2,565 million euro in 2010.
If the expenditure of international tourism (revenue), that of Italians holidaying abroad (spending) and the tourist balance are taken as a percentage of GDP, we notice that Veneto's balance is much higher than Italy's. This is not so much due to spending, which is quite similar, as to revenue, which has much more of an influence on Veneto's economy than on Italy's in this sector.
(Figure 6.1.12)
Value added within the hotel and restaurant sector should also be considered in order to highlight the overall economic importance of this sector, which is not simply bound to international tourism. This figure, which is only an approximate forecast of the value added for the entire tourism sector, was more than 6 billion euro in Veneto in 2007. It is 11.5% of the national total, a share that is second only to Lombardia.
The importance of value added within the hotel and restaurant sector for Veneto's entire economy is higher than the national level (4.6% compared with 3.8%).
Last year, despite the number of nights spent by international tourists being on the increase, a -1.5% drop in total income is estimated
(Note 12). This is due principally to a decrease in the spending of Italian tourists and of Veneto residents in particular.
Precious input for the economy is provided by the turnover in the cruise ship sector, Venezia being one of the most important European ports. Italy is still the top European nation as concerns direct spending in the sector. Its 4.3 billion euro total for 2009 is way ahead of the United Kingdom (2.4 billion euro), the second European nation. And, despite the economic crisis, there has been a slight increase compared to 2008 (+0.3%), which bucks the downward trend for Europe (-1.2%).